Question: Wagacha John
Is the billboard business becoming less and less popular? John Walter Mwanthi what’s your thoughts
Response: John Walter Mwanthi
Well well well, Yes and No.
Yes because we (the Outdoor industry) have planted too much metal on the ground, focusing more energy and resources in having posters up and less in having meaningful consumer engagement in the out of home environment. Basically offering the market advertising space for posters rather than asking where the audience is and how best to have brand conversations with them.
No because with consumers spending about 70% of their time out of the house, out of home still remains the biggest driver of search (online) and mass awareness.
My two cents…
With consumers spending about 70% of their time out of the house, out of home still remains the biggest driver of search (online) and mass awareness.
John Walter Mwanthi